Channel 4 launches personalised and dynamic ad replacement

Channel 4 is to introduce personally targeted video ads across all of its online content, using a solution from dynamic ad replacement specialist Yospace. Earlier this month, the broadcaster announced that it was moving away from traditional linear ad feeds across its digital properties in favour of dynamically served, targeted ads. Channel 4 will replace its pre-scheduled blocks of inventory, with tailored and targeted live video advertising, which will be available to buy programmatically by the end of the year.

The solution from Yospace provides in-stream ad replacement with transitions to and from the advertising. Insertions are performed server-side, so the viewer will see an uninterrupted stream, while being presented with ads that are customised according to their unique user profile.

The recent agreement with Yospace is part of the second phase of the All 4 launch ­ the broadcaster’s new online destination that presents all of Channel 4’s linear channels, digital content and services in one place, for the first time. All 4 initially introduced ad insertion for VoD, and will now use the Yospace solution to launch personalised ad insertion into the live stream.

Jonathan Lewis (pictured), head of digital innovation and partnerships at Channel 4, said: “For Channel 4’s registered viewers, the All 4 experience is becoming even more personalised. We have leading audience insight capabilities and a database of more than 12 million viewers who can access a bespoke set of content and related experiences. This ethos is increasingly carried throughout our advertising, and the Yospace solution will enable us to deliver personalised ads to both individuals and specific groups seamlessly into the live stream.

“Our programmatic launch has also opened up a host of opportunities around what we do with our live feed generally - and we’re currently exploring what place dynamic ad serving could have on the big screen.”

Channel 4’s online revenues have tripled in the last five years. The latest figures from Yospace show that deployments of its technology has brought view-through rates for dynamic advertisement replacement up to 98.7 per cent for broadcasters.

Yospace CEO, Tim Sewell said: “Our technology is already driving substantial advertising views for a growing number of broadcasters, and is ideally suited to Channel 4’s requirements. Our solution will enable it to leverage its extensive user database to really maximise revenues through personalised and seamless live ad insertion.”